AT&T Direct Marketing – Product Launch Design A/B Testing for Email Campaigns

AT&T New Product Launch Campaigns – Enterprise

Date: 2011

Project: B2B campaigns for AT&T Internet Services & Design team. I collaborated with the creative director, marketing and design teammates. I conceptualized and managed visual design deliverables for over 2000 online campaigns. Email campaigns, at this time, were a common  direct marketing strategy to promote new products and services. Additionally, reducing support calls by improving userf-lows and minimizing errors, were key indicators of success.

These email campaigns had to be visually and inspire clicks to products. As part of our production process, the marketing department required two versions of each banner so that they could choose the design that they considered the best. We often used A/B testing to help verify design choices were most effective.

Solution: This example shows how I maintained brand integrity and information architecture while executing fluid usability practices that improved conversion rates.  related to online and email marketing.